What Live Free does

LiveFree Ltd is a UK-based private limited company founded in 2013 that operates a multi-category direct-to-consumer e-commerce storefront combined with a portfolio of paid digital education programs. The platform lists consumer goods across health and beauty, women's and men's apparel, newborn essentials, cosmetics, weight loss, electronics and accessories, bicycles and e-bikes, and regional Egyptian brand collections, with prices spanning from under $3 for accessories to roughly $18,000 for a foldable fatbike. Alongside physical goods, the company sells standalone digital education products (E-Learn, Pre Qualify, Gold Fan) priced $263-$739, which it markets as accessible without promotional obligations.

Name

Live Free

Legal name

LiveFree Ltd

Website

https://livefreeltd.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

LiveFree Ltd is a UK-based private company operating a multi-category direct-to-consumer e-commerce platform and standalone digital education programs, serving individual consumers across the UK, UAE, Saudi Arabia, and Egypt with global shipping and seven-currency support.

Ownership category

akta.pro rank

Product category

Online Marketplace

NAICS

General Merchandise Retailers (455), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Social Commerce & Livestream Shopping Platforms (BPAMAGAJ)

Keywords

• Online retail marketplace
• Consumer goods e-commerce
• Multi-vendor platform
• Digital education programs
• Beauty and fashion products

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Physical Product Sales: E-commerce sales of health, beauty, clothing, electronics, and other consumer products through the company's online storefront. Products range from apparel to electronics to baby items.
2. Digital Education Programs: Online learning and professional skill development programs sold as standalone educational offerings. Programs like E-Learn (Pre-Qualify) are available at various price points ($263-$715).
3. Partner/Vendor Sales: The company operates a marketplace model allowing third-party products to be sold through the LiveFree platform, including Egyptian brands and other international products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

LiveFree Ltd operates a multi-vendor e-commerce marketplace and direct-to-consumer online storefront at livefreeltd.co, selling consumer goods across categories including women's and men's clothing, health and beauty products, cosmetics, weight loss items, baby and newborn essentials, electronics and accessories, and bicycles and e-bikes. The platform also distributes third-party Egyptian and international brands through its storefront and offers standalone digital education and professional skill development programs (E-Learn, Pre Qualify, Gold Fan, E-Commerce & Success Bundle) sold on a one-time license basis.

Product overview

LiveFree Ltd operates an e-commerce marketplace combined with educational and digital services. The company offers standalone educational programs (E-Learn, Pre Qualify, Gold Fan) and digital services that can be accessed independently without promotional obligations. The e-commerce side features product categories including Women's Clothing, Men's Clothing, Newborn Essentials, Electronics & Accessories, Cosmetics, Weight Loss products, and Bicycles including E-bikes and Scooters. The platform also offers an E-Commerce & Success Bundle enabling partners to sell products. Regional collections include Egypt Brands (Harir, LE Magic, New Lorein, So Good) and International products. The company operates across UK, UAE, Saudi Arabia, and Egypt markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Apparel collection for women including swimwear, jeans, leather and suede items, hoodies, jackets, footwear (shoes, boots, slippers), abaya dresses, and multi-layered skirts, priced from approximately $13.46 to $35.14.
• Men's Clothing Men's apparel including swimwear, shorts, shirts, hoodies and sweatshirts, and casual shoes, sold to male consumers seeking casual and athletic wear options.
• Newborn Essentials Baby and infant products including baby clothes, baby walkers, play mats, cotton gloves and foot covers, and other developmental items targeted at parents and families.
• Electronics & Accessories Electronic devices and accessories including bicycle warning taillights, rechargeable LED lights, and wheel rim reflective strips sold through the LiveFree storefront.
• Bicycles & E-bikes Bicycles including foldable fatbikes, e-bikes, and scooters along with related accessories, with high-value units such as the 26-inch foldable fatbike priced at $17,997.13 (reduced from $25,845.92).
• Health, Beauty & Cosmetics Health, beauty, cosmetics, and weight loss products including personal care items and wellness products targeted at consumers seeking convenient online access to health and beauty items.
• E-Learn Standalone digital education and professional skill development program sold on a one-time perpetual license basis, available in multiple tiers including E-Learn Pre-Qualify at $263.21, E-Learn (Pre-Qualify Standard) at $414.43, and E-Learn 1 at $715.11.
• Pre Qualify Professional skill development and qualification program offered independently without promotional obligations, enabling access to career advancement and training content.
• Gold Fan Premium digital service and educational program offered at the top price point (e.g., Gold Fan 1 at $739.20) for users seeking advanced digital service offerings.
• E-Commerce & Success Bundle Comprehensive bundle offering designed to enable partners to sell products through the LiveFree platform, listed under the International collection for global distribution.
• Egypt Brands Collection Curated regional marketplace collection featuring third-party Egyptian brands including Harir, LE Magic, New Lorein, Home Furniture, So Good, and Choose Ur Tech, sold through the LiveFree platform.

Quantifiable outcome

• Over $495,000 raised for pediatric cancer families through 24-hour hockey marathon events
• +1 more outcomes

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Cincinnati Ice Breakers Sled Hockey ProgramcoreStrategic or Co-development Partner · 1 January 2025LiveFree's LivSports 24 Hour Hockey Marathon partnered with the Cincinnati Ice Breakers Sled Hockey program to organize a dedicated sled hockey division. This partnership enables inclusion of sled hockey players in the charity event, expanding the event's reach and community impact for pediatric cancer families.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Market America / SHOP.COM: Market America combines an MLM distributor model with the SHOP.COM e-commerce marketplace. Closest functional match to LiveFree: products-plus-education hybrid, multi-currency global storefront, and partner/distributor-driven sales.
• Nu Skin Enterprises: Public MLM selling personal care, beauty, and wellness through a global distributor network. Comparable to LiveFree on the health & beauty and cosmetics product categories plus the network-marketing distribution model across international markets.
• Oriflame: Sweden-headquartered beauty MLM with strong MENA and emerging-market presence selling cosmetics and personal care through a catalogue and e-commerce platform. Comparable to LiveFree's beauty/cosmetics focus and emerging-market geographic strategy.

Broad incumbents

• Avon Products (Natura &Co): Global beauty MLM with a massive representative network and an e-commerce storefront. Broader and more brand-recognized than LiveFree but addresses the same 'beauty-plus-direct-selling-plus-online-retail' intersection.
• Amway: Largest global MLM selling health, beauty, and home products via a multi-million distributor force and owned e-commerce platforms. Substantially larger scale than LiveFree but operates the same product-plus-distributor-plus-online-channel model.
• Herbalife: Public MLM focused on weight management, nutrition, and personal care products. Comparable to LiveFree's 'Weight Loss' and 'Live Healthy' categories and the distributor-driven sales model in international markets including MENA.
• Forever Living Products: MLM operating a global network selling health, wellness, and beauty products (notably aloe-based). Comparable network-marketing structure and consumer health/beauty positioning relevant to LiveFree's Health & Beauty collection.
• Mary Kay Inc. Iconic beauty MLM with global independent beauty consultant network selling cosmetics and skincare. Comparable on the MLM-plus-beauty intersection and on distributed-sales-online-channel mix.
• USANA Health Sciences: Public MLM selling nutritional supplements and personal-care products through a global associate network. Comparable to LiveFree on supplement/wellness positioning and multi-region distributor-driven commerce.

Others

• Shopify: Provider of e-commerce infrastructure that powers millions of merchants including MLM-style operations. Included as 'others' since LiveFree's storefront (livefreeltd.co) appears to run on standard e-commerce tooling; Shopify is an enabling/ecosystem participant rather than a direct distributor competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/livefreeltd
• Facebookfacebook.com/Live.Free.Ltd
• Instagraminstagram.com/livefreeltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Live Free